The USAID-funded JCAP Project’s national family planning campaign is implemented in partnership with the Ministry of Health, Royal Medical Services, the Jordan Family Planning and Protection Association and the UNRWA. The campaign aims to shift social norms related to family size. It does so by promoting modern family planning among married women in the reproductive age (MWRA) as an empowering strategy for Jordanian families to control fertility and improve their quality of life.
The campaign presents the marriage journey of one Jordanian family from young newlyweds to active childbearing and finally to a completed family. The campaign’s creative concept reflects the quality of life that families can achieve by adopting family planning practices.
The campaign slogan is “Plan your pregnancies - Ease your burdens,” which is a creative use of the Arabic homonyms ‘pregnancies’ and ‘burdens.’
The campaign use a mix of communication channels as the following: